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State of the Screens

Data Drives TV Measurement’s Next Generation

By July 24, 2018No Comments

Big shift: TV networks are turning to analytics firms to gain deeper insight into their viewers.

Why is this happening? Advertisers (buy side) are increasingly using customer data to plan/buy advertising giving them an information advantage into the value of networks (sell side) inventory. Networks are starting to use the same tools to maximize the value/yield of their inventory.

Quote from Radha Subramanyam — VP/Chief Research and Analytics Officer @ CBS:
“Everyone knows TV works. Everyone knows premium video works. And now we just have more and more ways of proving beyond a shadow of a doubt that it works better than any medium.”

Flashback: The Data-Driven Marketing Revolution Will Be Televised

Adoption for addressable TV:
1) Fully using — 15%
2)
Experimenting or not using — 85%

Adoption for advanced TV:
1)
Fully using — 17%
2)
Experimenting or not using — 83%

Huge opportunity: 83–85% of advertisers have not yet integrated either addressable TV or advanced TV into their ad plans.

Listen: Podcast: Digital Transformation Was Just A Dry Run For TV

More #1: TV Advertising’s Future Will Focus On What We Actually DO With Data

More #2: How Next-Generation Sources of Viewing Data Are Transforming TV Advertising

More #3: Advanced TV: The final piece of the programmatic puzzle

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.